Previous knowledge in the field of economics and management is not required.

Obiettivi del corso

The Cultural Heritage Management course aims at providing students with an international approach to the theory and practice of managing institutions and networks operating in the field of cultural heritage. Through the discussion of different case studies, the module seeks to promote students' participation and critical understanding of managerial issues that cultural organisations have to face in the "glocal" context. In particular, in line with the objectives of the Master's degree in ITourDeM, the role of cultural heritage in the development of sustainable tourism destinations will be deeply analysed.Theories, concepts, tools and examples studied during the course will provide students with knowledge and understanding of the management of cultural organisations. Specific competences will be acquired in organisation, governance, planning and evaluation, fundraising, marketing, audience development, community engagement and performance measurement.

Programma del corso

In the first session, the course analyses the concepts of culture, arts and heritage, highlighting the emergence of heritage studies as an interdisciplinary field. Then, after providing a theoretical background and giving an overview of some key managerial paradigms and tools, it examines changes that have resulted from the globalization of society during the late twentieth and early twenty-first centuries, particularly their implications for cultural heritage management (e.g. the need for sustainability, the impact of Information and Communication Technology, etc.). In order to provide students with a global perspective on this topic, the module compares different approaches and practices in the management of cultural heritage, analysing specific case studies. The following topics are discussed:- The cultural sector: culture, cultural heritage and cultural organisations;- Cultural policies and cultural heritage management;- The changing role of museums: from institutions about something towards institutions for somebody;- Value assessment and value co-creation: quality management, performance measurement and evaluation;- Cultural marketing and audience development;- Cultural value and its communication: the role of technologies above and beyond;- Museum networks and cultural districts;- Fundraising: private and public funding.

5.
(C)
Rosemary Rice McCormick
Marketing Cultural and Heritage Tourism: A World of Opportunity
Routledge,
London and New York,
2011

Altre informazioni / materiali aggiuntivi

Additional material and lecture notes will be posted in the course website.

Metodi didattici

The course will be delivered via lectures, group discussion and homework. Programme topics and specific case studies will be presented and discussed during lectures. Visits and meetings could also be arranged. Moreover, students are required to complete a short piece of project work (e.g. a power point presentation): those who attend the course are expected to lead a classroom discussion related to their presentation, while those who are not able to attend the course could present their project work at the exam. More instructions about project works (e.g. sources, structure, etc.) will be given at the beginning of the course.

Modalità di valutazione

The course is assessed by an oral exam in order to verify knowledge and understanding in cultural heritage management. The presentation and discussion of the required project work is also evaluated as a means to understand students' ability to apply knowledge on a case study and formulate judgments in the field of cultural heritage management. The final evaluation (a maximum total of 30 marks available) is obtained through the analysis of the following criteria: knowledge and understanding (up to 10 marks); critical elaboration and problem solving (up to 10 marks); communication skills (up to 10 marks).